The Beauty Company (TBC) announced the strategic restructuring of the firm’s core operating services. “After a record-setting revenue year, it became clear that we needed to align our key business areas to better serve our clients and the industry,” said Alisa Marie Beyer, founding partner and CEO of The Beauty Company. “In order to truly capitalize on this change, the company made the decision to grow our business in two targeted areas while at the same time terminating activity in an area which was previously a primary TBC service—product development.”

With this change, TBC’s business offerings will focus on the agency’s core strengths—branding and consumer product testing. “For the past five years, TBC has been building significant expertise in the consumer product testing category including claims development, consumer testimonials, consumer reviews and before-and-after photography, the results of which are currently being used in national beauty advertising campaigns, on home shopping and at retail outlets nationwide,” remarked Beyer.

The company is also announcing new staff appointments and new clients. Former TBC employee Morgan Fogelman rejoins the company, and as a former employee, Fogelman helped start the agency’s consumer testing business and is now returning as general manager, consumer product testing. In his new role, he will bring his extensive project management and consumer engagement skills to directly manage both the pre-market and market-ready consumer product tests for the company, as well as work internally with the team to build and grow TBC’s PinkPanel, the company’s customizable consumer panel used to test brands and products.

“In today’s tight marketplace, the cost of launching a new beauty product or brand is extremely high. To mitigate the rate of failure, fully evaluating and validating your offer both pre-market and when market-ready is critical, and brands must garner real-world results—consumer opinions and insights as well as benchmarked consumer claims to do it,” notes Fogelman. “A consumer product testing group (CPTG) or quantitative study reveals what your target consumer thinks of your brand from concept to messages to reasons to believe, and reveals purchase intent in order to help position your offer and drive success.”

Also joining the company will be Elena Ahn as manager, brand strategy and consumer marketing. Prior to TBC, Ahn worked for Color Me Beautiful, where she directly oversaw the management and marketing development for five of the brand’s leading lines: Color Me Beautiful, Proof Positive, Flori Roberts, Adrian Arpel and Gale Haymen. In her new position, Ahn will work directly with CEO Beyer, overseeing client engagement and account strategy, as well as helping to grow brand’s consumer marketing footprint. In addition, Ahn brings extensive social media expertise to the agency, and will help guide and establish marketing support programs and consumer social-media outreach management strategies for all TBC brands.

“Because we are involved with our brands from day one, we fall in love with them just like consumers. To really gain traction with consumers, we know that the final branding element must include strong marketing and social media programming. TBC is expanding our ability to help our clients achieve these critical milestones by forging launch and media partnerships nationwide. In January 2013, TBC will be debuting three new brands at the Sundance International Film Festival, and this is only the start,” said Beyer.